“The person you are the most afraid to contradict is yourself.” — Nassim TalebThe model behind most advertising relies on a seemingly common-sense cognitive cascade. If a company can get access to an audience’s attention, it can then attempt to persuade them, through rational and emotional messaging, to change their behavior. This behaviour is usually at some point in the future — otherwise, all advertising would work like ‘as seen on TV’ direct response.
Studies suggest that likability is the key driver of advertising efficacy, outperforming all other measures as a predictive metric, so argues Faris Yakob, why don’t more brands aim for being liked – a much more realistic goal than being loved. In Death of a Salesman, Willy Loman believes that being well liked is the most important quality for achieving success in sales: "Be liked and you will never want. I never have to wait in line to see a buyer."
A few days ago, the stock price of an advertising holding company (full disclosure: one I used to work for, and of which I still hold some stock) dropped dramatically. Usually stock prices move a few percentage points, but this stock dropped about 30% in a morning, erasing one third of the company’s value in a couple of hours. That morning, the company confirmed that it was was still under investigation by the US Securities and Exchange Commission and that it hadn’t made its numbers that quarter.
Muck Rack makes it simple to find people, tweets, or articles that mention any name, keyword, company, hashtag etc. We've compiled this guide to help you make the most of your search.
Selecting a term
Start searching tweets, articles from media outlets, articles mentioned in tweets, journalists'
names, titles and bios with some suggested searches:
Companies or Topics (e.g. iPhone, Microsoft)
Phrases (e.g. "cloud computing") — use quotes to keep the terms together
Twitter handles (e.g. @username) — returns those who have mentioned or replied to
Names (e.g. "David Pogue")
Hashtags (e.g. #sxsw, #london2012)
Bio details (e.g. vegan, Olympics, father)
Muck Rack's Advanced Search allows for many boolean operators.
Find results that mention multiple specified terms, use AND or
+. For example, ensure each result contains both Elon Musk and Mark Zuckerberg by
searching Musk AND Zuckerberg or Musk + Zuckerberg.
Use the operators OR or , to broaden your search when you'd like either of
multiple terms to appear in results. (This is the default behavior of our search when no operators
are used). For example, results will contain either cake or cookie by searching cake OR cookie or cake,cookie
Use NOT or - to subtract results from your search. For
example, searching Disney will yield results about the Walt Disney Company as well as Walt Disney
World Resort. To exclude mentions of Disney World, search for Disney -World or Disney
When using one of these operators with a phrase, enclose it in quotation marks. For example, you can
find results about smartphones excluding Apple's iPhone 4S by searching smartphone -"iPhone
Exact case matching or punctuation
If you're searching for a brand name or keyword that relies on specific punctuation marks or capitalization, you can
find results that match your exact query by adding matchcase: before the keyword you're searching for, like matchcase:E*TRADE .
Use parentheses to separate multiple
boolean phrases. For example, to find journalists talking about having fun in Disney World or
Disneyland, search for ("disney world" OR disneyland) AND fun.
An asterisk can be used to search for any variation of a root word truncated by the asterisk. For example, searching for admin* will return results for administrator, administration, administer, administered, etc.
A near operator is an AND operator where you can control the distance between the words. You can vary the distance the near operation uses by adding a forward slash and number (between 0-99) such as strawberries NEAR/10 "whipped cream", which means the strawberries must exist within 10 words of "whipped cream".